The Study Of CZ's Cultural Tourism Company Development Strategy

Since the reform and opening up,China 's tertiary industry has taken a larger and larger share in the gross national product.Tourism as a tertiary industry has also achieved tremendous development,providing important support for people in spiritual and civilized life.In 2016,the National Tourism Administration officially released the “Re-Long March Road” national red tourism boutique line,which raised red tourism to a higher level and was widely recognized by the society.CZ was established in 2016 and is affiliated with the 928 Education Group.The exclusive operator of the China Youth International Camp,which is also concerned about the participation of the Next Generation Working CommitteeFrom the beginning,it was established to provide outdoor education services to its customers.After more than three years of exploration,the company currently mainly has red tourism,European and American study tours,outdoor camping tourism services,but the development situation is not ideal.This article mainly uses strategic related theoretical tools to carry out strategic research on CZ companies and formulate more specific development conditions for CZ companies,so that CZ companies can get further development.This research focuses on CZ's strategic issues,applies the relevant theories of strategic analysis,analyzes the internal and external environment of CZ,formulates related tools based on strategy,develops CZ's development strategy,and determines CZ's strategic objectives and specifics Means of implementation and guarantee measures.This paper first introduces the research background,research significance,research ideas and research methods;secondly,it reviews and introduces the strategic management and strategic tools,which lays the theoretical foundation for the subsequent research;the next is the PEST analysis of CZ company The analysis of the industry environment includes the analysis of the five forces competition,summarizing the opportunities and threats faced by CZ companies and using EFE matrix for quantitative evaluation;then,by analyzing the internal resources and operating conditions of CZ companies,the CZ companies have Use the IFE matrix for quantitative evaluation;then use SWOT quantitative analysis to sum up the four strategies.Through the SWOT strategic quadrilateral and QSPM matrix,it is concluded that the CZ company should choose to focus on the SO2 strategy.Further,the CZ company The strategic objectives clarify the strategic choice of CZ: maintain the stable development of the red tourism business,coordinate the development of wild camping tourism,and at the same time insist on a foothold in the Chengdu regional market,and expand the market outside Chengdu and even outside the province,optimize the product structure,and enhance the enterprise Operational efficiency and competitive advantage Grow.Finally,based on the specific situation of CZ Company,detailed strategic implementation measures were formulated from the three aspects of red tourism product development,market development,and outdoor camping tourism,and also from strengthening the construction of talent teams,forming strategic alliances with upstream and downstream enterprises,and doing a good job.Several aspects of customer relationship management,scientific management of internal processes,and improvement of management efficiency briefly explain the guarantee measures for the implementation of the strategy.Facing the fiercely competitive market environment,this thesis has certain reference significance for the outdoor education and tourism service companies in the market segment of the tourism industry.